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10 Press Release Best Practices That Will Skyrocket Your PR

In the hands of PR specialists, press releases are a great weapon—as long as they're used appropriately. Learn how to make your news and announcements more successful in today's hectic environment by using press release best practices.

Sep 14, 202212.4K Shares733.1K ViewsWritten By: Alastair Martin
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  1. Make Your Headline Pop
  2. Make Your Point And Be Quick About It
  3. Use A Killer Quote
  4. Use Press Release SEO Best Practices
  5. Don’t Make Your Press Release Too Long
  6. Use Visual Content
  7. Make The Last Paragraph Count
  8. Include A Clear Call-To-Action
  9. Reach Out To Specific Journalists
  10. Use Online Distribution Services To Give You A Leg Up
  11. A Few Points To Keep In Mind
  12. What Is Press Release Optimisation?
  13. How Long Should A Media Release Be?
  14. Conclusion

In the hands of PR specialists, press releases are a great weapon - as long as they're used appropriately. Learn how tomake your news and announcements more successful in today's hectic environment by using press release best practices.

While some may assume that the press release is no longer relevant, we are here to tell you that this is an urban legend. Press releases are an important tool that businesses can use in many ways.

In the last several years, many things have changed in the field of public relations, including technology, news dissemination, and the obstacles that journalists face. Is there a move away from the press release with these changes? Absolutely not! Press releases, when properly written, are effective public relations instruments. Learn how to make your news and announcements more successful in today's competitive market by following these press release best practices for 2022.

Make Your Headline Pop

Your press release headlines may be a small component of your overall release, but they have a significant impact on its efficacy. Your headline, or press release title, sets the tone for what to expect.

These few phrases can determine whether you get an "open" or a "pass." Use the suggestions below to make your headline stand out.

  • Use action words to pique the reader's interest and strengthen your message.
  • Take diction into consideration. The rhythm of your headline may have a big impact on how it appeals to readers.
  • Keep it brief and sweet to appease both the search enginegods and potential readers. The ideal headline length for a news release is 100 characters or less. This is also useful if individuals wish to tweet your press release later on.

If you want Google to index your press release properly, include all of your important information in the first 65 words (which is all that will show up in Google search results).

  • To keep your press release headlinebrief, use well-known abbreviations. You might, for example, use ABC Corp. instead of ABC Corp.
  • Make it stand out amid the dozens of press release titles that journalists read on a regular basis.
  • Avoid the hoopla and use normal language. Avoid putting keywords, slang, idioms, or businessjargon into your title. Make use of everyday language. Exaggeration or wordplay is discouraged by search engines, which prefer human-sounding headlines.

These instructions are simply that - instructions. Don't be hesitant to experiment with different formats and styles until you find what works best for your audience. For example, you might find out that industry jargon is the best way to reach your target audience. I would even suggest finishing the substance of your press release before thinking about names. This gives you time to come up with a title that encapsulates the tone and meaning of the whole press release.

Bottom line: Don't hurry your headline development. Take the effort to come up with catchy press release headlines that will stick with readers. It might be the most crucial component of your entire press release.

A person indication keypoint of a Press Release with financial chat displayed on a smartphone
A person indication keypoint of a Press Release with financial chat displayed on a smartphone

Make Your Point And Be Quick About It

Concentrate on the core question, "Why should I care?" After all, when they read a news release, all reporters, bloggers, and influencersask this question. Why would their readers be interested in hearing about your news?

In the opening paragraph, include all of the necessary details. As quickly as feasible, respond to all of the who, what, when, where, why, and how inquiries. Remove any extraneous background material that might detract from the value of your message. Instead, provide journalists with the actual facts so they can swiftly comprehend the subject and aren't left guessing what it's about. Remember that prospects will read your release, so make it easily accessible.

Pay close attention to the grammar, space, and style of your writing. Small details like properly typed names and titles, as well as proper grammar and syntax, may make or break a press release.

Unfortunately, even small errors might reduce the effectiveness of your press release. Editors will not take the time to repair your errors; if your news release does not satisfy specified press release requirements, it will be discarded! So, before distributing your work, double and triple-check everything.

Use A Killer Quote

Incorporating quotations into your press release adds a human aspect to the narrative and gives readers a distinct viewpoint. It has the potential to further engage the reader and make the tale more relevant. It's critical to use quotes only if they add value to the article. If you only include a quotation to include a quote, you're not adding any value to the reader. Ascertain that it is relevant to the tale and narrative.

Quotes may help consumers remember a person or a brand, as well as establish a deeper or more emotive link with a product or service. It serves as the emotional quotient that certain consumers may require in order to decide whether or not to purchase a product. Quotes can also serve as social proof that individuals seek to support their decisions.

Use Press Release SEO Best Practices

Make sure your point is clear in the first 250 words of your press release. Having relevant contentupfront makes it easier for search engine algorithms to grasp your press release. You'll also want to keep people (humans) informed about your message and excited about the release.

Important SEO keywordsshould be bolded and hyperlinked. This will help you gain links related to your present SEOapproach. Verify your hyperlink usage. Many rookies over-link in their SEO-friendly news releases. While your first keyword or two should surely be connected, don't go wild. If you do so, users will struggle to read your release. Worse, search engines will consider your attempts spam and may ignore them. In extreme cases, search engines may penalize your website.

fascinating topics This step might be tricky—what exactly is "newsworthy"? Of course, it depends on the audience. This is where you must remember your target user. Contact and connection information should be supplied. At the end of your news release, provide your company's name, contact information, and any relevant links. Some sites that post your press release may not allow this, but it's still vital to know because many sites will utilize these links to connect back to your website.

Don’t Make Your Press Release Too Long

Don't put too much information in front of your reader. So, how long does a press release have to be? Between 300 and 500 words is the golden spot. You'd be wasting space if you added any more. This isn't an essayor a long story, so keep it as short and sweet as possible while still giving all the important information. Long paragraphs appear and feel overwhelming to readers, therefore, use as much spacing as possible. To make the material easier to swallow, use bulleted lists.

Consider your press release like bait - it shouldn't be too hard to swallow if you want the fish to bite.

Use Visual Content

People are primarily visual beings. Images can be used to get people's attention and make them want to learn more about news, goods, and information.

A high-quality photograph that relates to the topic you're writing about should be included in your press release. Images aid in the comprehension of news and make it more engaging and enjoyable.

If you're writing a press release for a product or service, you should always include a teaser photo of the product or service so readers can get a sense of what they'll get if they decide to buy it.

You should strive to make it aesthetically appealing to your readers by using a photo of yourself or your company's emblem. This will help customers connect with your product or service by increasing brand recognition.

When photos are used correctly in a press release, they have been shown to have a big impact on the number of people who buy something.

Make The Last Paragraph Count

You have most likely supplied all of the necessary information at the conclusion of your press release. Don't cram unnecessary or duplicate information into the final paragraph.

Instead, include some specifics. This could be the best spot to convey some of the project's or announcement's creative history. You might also discuss any potential future implications for the sector.

Make it intriguing while keeping it short. Let's finish on a positive note.

Include A Clear Call-To-Action

Allowing your press release to float in the air is a bad idea. Finish with a clear call-to-action that tells the journalist or blogger what to do next. Don't go overboard. For the press release, only one CTA should be used. If your press release is about a product launch, for example, you may use:

  • Sign up now to receive news about product updatesor
  • Request a Demo (Supplies are Limited)

Your call to action should include an action word (such as "sign up" or "view") that encourages the reader to take the next step. Use words like "today" or "limited supply" to generate a sense of urgency. Determine the action you want your readers to take and create a CTA to encourage them to take it.

Reach Out To Specific Journalists

Don't feel compelled to submit your press release to every journalist whose contact information you can locate. Instead, take a deliberate approach to your distribution. Once you've decided which newspapers you'd want to contact, do some research to see who is relevant to your field.

Determine which blogs and journalists your target audience reads and follows. Read some of their previous articles. Learn more about them by looking at their profiles. When you contact them, include a personal touch that distinguishes you from the slew of other press releases they get.

Use Online Distribution Services To Give You A Leg Up

Press release distribution services may help you get your news in front of the proper people. Here are a few distribution services to think about:

  • PR Newswire
  • BusinessWire
  • PRWeb
  • eReleases
  • 1888PressRelease
  • PR.com

Tip: Don't time your press release to go out on the hour (such as exactly at 1 pm or 3 pm). Because there are so many people publishing at such times, your press release may get lost in the shuffle.

A Few Points To Keep In Mind

  • Short headlines (less than 100 words) with action verbs that entice the reader to open and read your press release are the best.
  • Within your first paragraph, get right to the point and answer all of the W questions.
  • The optimal length for a press release is 300–500 words.
  • Only contact journalists and bloggers who are knowledgeable about your sector.
  • In 2022, press releases were still alive and well, and when handled appropriately, they could be a big help to your business. Apply for these press release best practices making the most of each news release.

What Is Press Release Optimisation?

Release to the media Combining optimization and social engagement increases the likelihood that your company news will show up at the top of search results for terms that your target audience is searching for.

How Long Should A Media Release Be?

A press release should be between 400 and 600 words in length. This equates to around one printed page. There's nothing wrong with falling short or going over, but if you have considerably fewer or more words than that, something is amiss.


By following these guidelines for creating a good press release, you can guarantee that your press release is of the highest quality, relevant, and engaging to your readers. Don't stop once you've completed one press release. Analyze how well it works and think about adding it to your marketing mix as a regular way to advertise.

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